UTM link builder
Clean campaign links, and how Polish reads the visitors who click them.
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Questions
What are UTM parameters?
Tags added to a link that tell your analytics where a visit came from: utm_source (the site or newsletter), utm_medium (the kind of channel, like cpc, social or email) and utm_campaign (the campaign), plus utm_term and utm_content for keywords and ad variations.
Which fields are required?
Source, medium and campaign. Term and content are optional: use term for the keyword of a search ad, and content to tell apart two ads or two links in the same email.
Are UTM parameters case-sensitive?
Yes, in most analytics tools: LinkedIn and linkedin show up as two sources. Keep everything lowercase, which the builder does by default.
Do UTM parameters affect SEO?
Search engines leave them out of ranking, and a canonical tag keeps tagged links pointing to the same page. Use them on the links you share elsewhere, and keep the internal links of your own site clean.
How does Polish use UTM parameters?
Polish reads the source, medium and campaign of each visit to know where the visitor comes from, then shows the version of your headlines and buttons that converts best for visitors like them. It keeps these tags only, never the rest of the address.
Your website rewrites itself until it converts.
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